|Entrant||OGILVY BEIJING, CHINA|
|Type of Entry||Use of Direct |
|Entrant Company:||OGILVY BEIJING, CHINA|
|DM/Advertising Agency:||OGILVY BEIJING, CHINA|
||Executive Creative Director
|Doug Schiff, Andrew Lok
|Wu Tong, Zhang Yong
Describe the brief from the client:
Greenpeace wanted to make a memorable impression with publishers at an international book
fair concering the dire situation facing the rapidly disappearing Indonesian rainforests.
The idea of a pop-up book that didn't fully pop-up was a perfect fit for a message about illegal
logging of the forest with this particular target. In addition, the sharp, controversial tone was
just the right fit for the Greenpeace brand.
Describe the creative solution to the brief/objective.
The objective was to create awareness among the publishing community about the severity of
the problem with the illegal logging within these rainforests. The challenge was to create
something that would that be both memorable and provocative, so the industry would better
understand the situation.
Describe the results in as much detail as possible.
Book publishers took more than a passing interest. Inquiries into both a providing a wider
distribution for the book as well as on offer from a chain of bookstores to create a 'green
corner' featuring the book, were offered and are currently being pursued by the client.